Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand

Jaguar Land Rover has launched a review of its global creative account, Campaign has learned.

Accenture Song is the incumbent on the account after the global consultancy’s marketing services arm Accenture Interactive won it in 2021, with Spark44, the premium car brand's in-house creative agency.

Accenture Song’s contract with JLR runs until the middle of 2026.

The review follows Jaguar’s rebrand in November last year as it relaunched as an electric-only car manufacturer. The “reimagining”, as described by the brand’s chief creative officer Gerry McGovern, polarised consumers and advertisers. 

The launch campaign included a hero film “Copy nothing”, which featured no cars.

Hearts & Science is JLR’s media agency and Imagination produces brand experiences. JLR is a top-spending client for both agencies and Accenture Song.

A spokesperson from Jaguar Land Rover said: “As a matter of policy JLR does not comment on any supplier arrangements, Accenture Song is currently under contract.”

JLR appointed Cream to handle advertising for its luxury car rental arm The Out in April last year. Last month Defender launched an awards programme to support conservation and humanitarian charities running in UK, France, Germany, Italy, Australia, Japan and South Africa.

Accenture Song has been approached for comment.